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  • Sách/Book

  • Visualizing Marketing: From Abstract to Intuitive

    • Authors: Kucuk, S. Umit (2023)

  • This book argues that the apparent omnipotence of algorithms today is not what it seems, particularly, in marketing, where they actually offer less than they could. Considering the reasons behind this, it also notes that Big Data has relaunched a kind of data glorification and automated procedures that, culturally, marketing has already recognized and overcome at least once.
  • Sách/Book

  • Effectiveness of Influencer Marketing

    • Authors: Johne, Jane (2023)

  • This book has the overarching goal to examine the impact of influencer marketing on consumer behavior and the resulting business success.
  • Sách/Book

  • Global marketing

    • Authors: Green, Mark C (2020)

  • The 10th Edition brings global marketing out of the classroom and into the real world with up-to-date examples of questions, concerns, and crises facing global markets. New cases have been added while others have been revised as the text considers recent geopolitical developments and technological changes affecting global marketing. Global Marketing offers authoritative content as well as conceptual and analytical tools that will prepare students to successfully pursue careers in global marketing or related areas.